Creativity is the key to advertising success today, because without creating new and original ideas the company is not successful or the product being advertised. We meet with a large number of commercials and our awareness has already built a "defense" against advertising. Many advertisements are no longer noticeable and we are blind to most of them. Companies must be very creative if they want to send a specific message and gain public attention. The more creative the ad is, the longer it is remembered before it encourages a potential buyer to buy a product or service. The goal is to get to the consumer better and to engage it, to create a specific reaction or desire for a product or service. In order to produce a specific reaction, appeals are directed to consumer satisfaction, and appeals are incentives that activate the desires and emotions that encourage the creation of a product or service need. Well-chosen appeals can affect the attitude and opinion of consumers, and advertisers who keep their consumer attention with their ads have greater success because consumers keep their messages longer, create a positive attitude about the product and feel connected with it. The effect of a different and more interesting feature is guerilla marketing that was in beginning intended for small business entities due to its low advertising cost, but today it is used by large companies.